Over the past decade China has emerged an an increasingly important market for international STM publishers and as a vital source of scientific and scholarly content. However, continuing market access restrictions, IP protection issues, calls for Open Access, intense competition among international STM publishers for market share in China and the growing global aspirations of Chinese STM publishers are all contributing to an increasingly complex business landscape. In this session, we will examine current and future challenges and opportunities in China and attempt to answer the question, ‘What’s an STM publisher to do?